seventeen magazine has relaunched its Know More 'Makeover by drugs' campaign with brand new creative. The move was prompted by the overwhelmingly positive response from readers to the first campaign and the recognition of the need to highlight to teens the benefits of choosing a drug-free life in South Africa. |
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The new ad campaign launched in seventeen's second birthday November 2005 issue. Every magazine was bagged with a Know More bracelet, and is worn by supporters of the campaign as a symbol of solidarity that shows their commitment to the cause.
Moving away from the 'Makeover' message that highlighted the negative repercussions of drugs, the current campaign focuses on ambitious, go getter teens making a cool statement by saying drugs are not for them.
seventeen editor Justine Stafford says: "2005's campaign was meant to shock people into thinking hard about the so-called 'glamour' of drugs. It did just that, and we're very happy with the response we've had so far.
"But now it's time to take it to the next level. We feel very strongly that the only way to do that effectively is to start a mini-revolution of readers who come together as a sisterhood of strong girls who know that they're too smart, and too cool, to do drugs. It's a positive image, and one that I think a lot of seventeen readers will respond to."
